Brands that piggybacked on Baahubali – The Conclusion

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One of the most important aspects for the success of a marketing campaign is the timing. Your message, your execution, and the product contribute to the success of the campaign but perfect timing of the campaign can propel the success to a different level altogether.

The whole of India was awaiting the final part of Baahubali movie and it is a no-brainer for brands to associate with the magnum opus. Let me take you through some of the campaigns I liked, this Baahubali season.

  1. Pothys  

 

 

This ad tops my list and they perfected the timing with the release of the movie. The world was waiting to know the answer to a question

” Why did Kattappa kill Baahubali? ”

So the character of Kattappa had a lot of attention and eyeballs. Casting Ramya Krishnan almost retaining the same hairstyle and makeup alongside Sathyaraj is the master move here. This lead to a lot of viral articles on the lines of ” Did you just see Kattappa romancing with Ramya Krishnan ”

Pothys has cast Sathyaraj in their previous ads for Madurai launch here and Coimbatore launch here in the royal set and storyline but casting Ramya Krishnan made all the difference.

A simple google search ” Kattappa and Ramya Krishnan ” gives us the following results.

And the icing on the cake was ” This was the first ad after the movie breaks for the interval in most of the theaters”. That means it has got the maximum eyeballs and the people who haven’t seen the ad earlier will watch this and then proceed to buy popcorn.

Pothys ad featuring Ulaganayagan Kamal Haasan uploaded from his official channel – 102,000 views

Pothys ad featuring Sathyaraj and Ramya Krishnan – 1.252,569 views

Result: Massive reach for the advertisement through word of mouth, internet click-bait articles and memes.

2. Britannia

 

The thumbnail arouses the interest to watch the video. For the folks in Tamilnadu, there was a different ad used by Britannia for the product Milk Bikis which stuck to the proven template of meeting the hero of the movie as a reward for the contest.

3. Kishkinta

 

A little late to the party but one of the best spoof ads in the recent times. Though plot of the ad is inspired majorly from the first part of Baahubali, it does not deter the reach by any means. Its encouraging to note that brands are thinking beyond celebrities and trusting the new age Youtube stars to pull off an entertaining video. Great stuff from Mirror Myth.

4. Paytm

It is not everyday you see a leading app like Paytm changing an icon in its mobile app dedicated to a movie.

 

It may be a small change in the app but the customers feel their expectations are understood and it puts a smile. Paytm also ran a contest – For the customers who book and watch Baahubali – The Beginning (which was re-released and was running to packed houses just before the release of the sequel), there was a 100% cashback for the latest movie when they book the tickets.

5) Nestle Munch

Nestle Munch has come firing on all cylinders and everything from the packaging, contests, stickers, mobile app, consumer promotions were checked out. You can check out a detailed a video about the same below.

 

6. Mahindra TUV300

Mahindra TUV300 stuck to the basics with an ad and a contest to win tickets to the epic movie. The forts, the deserts and the feel of the ad must be intentionally done to remind you of the movie and make you participate in the contest to win tickets.

And our all time favorite Amul did not miss out on the opportunity either.

 

 

This goes on to prove that when the timing for the campaign is right, the organic reach of the marketing message will be many folds higher than normal. Please let me know if I have missed out on any interesting campaigns around Baahubali 2.

P.S: This blogpost is also timed perfectly 🙂

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